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Farris, Paul W.

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A Resource-Allocation Perspective for Marketing Analytics

Managers must understand their marketing efforts as precisely as possible in order to determine how much to spend on each marketing channel. This technical note explores marketing analytics—the process of systematically using empirical data about customers, companies, and industry context to inform strategic marketing decisions and create models that are helpful in understanding consumer beh ...

Absolut Vodka

This case depicts the history of an unusual brand in the "super premium" segment of the vodka market. The top-of-line positioning is supported with creative advertising, narrow distribution, point-of-purchase advertising, and expensive advertising production. Absolut has used very expensive inserts as advertisements in print vehicles during the Christmas season. The last inserts described in the c ...

Advertising Experiments at the Ohio Art Company

This case is intended to be part of a first-year MBA marketing course, or a second-year elective in advertising, integrated marketing communications, market research, or marketing analytics. The case provides students with examples of two real advertising experiments and the challenges involved in executing the experiments. It allows for a discussion of the need for advertising experiments, and al ...

Advertising on the Internet

This technical note introduces the key elements of Internet advertising, including options available to advertisers, pricing, measurement, an overview of the buying process, and a comparison with traditional advertising. The note includes the following appendices: glossary, how to make effective advertisements, and tips for directing traffic to one's site. ...

Allocator (SIMULATION)

The Allocator exercise is a simulation that puts the class, as brand teams of three to seven people, in the role of product managers in the beer market. Each market set has five brands. The brands are the same for each market set. Each brand has a budget that may be allocated to support marketing activities and purchase marketing research information. ...

An Introduction to Business-to-Business Exchange

While business-to-consumer e-commerce (B2C) has garnered the most public attention of any online business sector, business-to-business (B2B) e-commerce is proving to account for a much larger slice of the economic pie. A significant portion of B2B e-commerce transactions will occur through online marketplaces called B2B exchanges. The objective of this technical note is to provide an understanding ...

Autozone: How Long Will They Be In The Zone?

Bad news for AutoZone: until recently the sales and store count leader in the retail auto parts category, AutoZone has been surpassed by Advance Auto Parts; Wall Street has punished AutoZone and is praising Advance Auto. Students will examine why this has happened and what AutoZone can do to compete with Advance Auto. ...

Brand Equity: An Overview

This note was written as an updated version of "Perspectives on Brand Equity" (UVA-M-0668), and may be used in its place. This note provides a resource to aid in understanding brand equity: its creation, maintenance, measurement, and value. Suitable for use in introductory courses in marketing at the undergraduate and MBA levels, this note presents an overview of brand perspectives including thos ...

Changing Channels: Progressive Insurance Drive Insurance

Sequel to Progressive Insurance: Not Your Standard Insurance Story. The company launches a new sub-brand, Drive Insurance, which will be only sold through independent agents, not through the Web or 1-800 numbers. ...

Changing Light Bulbs (A): Westinghouse Super Bulb

This is the first of a four-part case charting the influence of technological shifts on decision making in the light bulb industry. After years of a stable industry, with little change in products or distribution, Westinghouse introduces a bulb with markedly longer life, which calls attention to prevailing cost factors. The case provides opportunities for analyzing the interplay of demands among c ...

Changing Light Bulbs (B): Philips Earth Light

This is the second of a four-part case charting the influence of technological shifts on decision making in the light bulb industry. As Philips begins to challenge GE's dominance in the lighting market, it is not clear whether the emergence of compact fluorescent lamp (CFL) technology will change buying behavior significantly. The case supports exercises related to the determination of demand and ...

Changing Light Bulbs (C): LEDs versus CFLs

This is the third of a four-part case charting the influence of technological shifts on decision making in the light bulb industry. At a time when CFL technology has either accelerated or plateaued, light-emitting diode (LED) technology makes manufacturing decisions more complicated. The case encourages students to assess CFL performance in the marketplace and recommend next steps. ...
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